Max Fashion, a family-run fashion company, has introduced a new private label called “Urban” to appeal to Gen Z Indians who are searching for fashion forward looks. With the goal of redefining and empowering size labels, the new apparel line debuted with a “Love Labels” campaign.
“A much-needed change that stays even after you leave the trial rooms,” announced Max Fashion on Facebook. “Max Urb_N has revamped size labels and they’re nothing short of stunning, magical, and lit. A welcome change for sure.”
Urban began by offering a line of summery western clothing for both sexes. The brand uses adjectives that are empowering, like “Stunning” and “Xtra Special,” in place of standard clothes size labels. This is intended to encourage customers to love who they are.
The Urban brand will be introduced on both Max Fashion’s direct-to-consumer e-commerce site and its physical stores.
